Deck 17: Direct and Online Marketing: Building Direct Customer Relationships

Question 1

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

A) It does not disturb consumers enrolled in the Do Not Call Registry.
B) It provides something tangible for people to keep.
C) It builds long-term customer relationships.
D) It involves very low marketing costs.
E) It reaches the consumer very quickly.

Answer 1

B

Question 2

Which of the following is an advantage of using digital catalogs?

A) lists the phone numbers of interested prospects
B) coordinates with direct-response television ads
C) points customers to the nearest kiosk
D) eliminates printing and mailing costs
E) creates emotional contact with customers

Answer 2

D

Question 3

Which of the following statements is true of direct marketing?

A) Direct marketing is also referred to as referral marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Direct marketing offers sellers a low-cost alternative for reaching their markets.
D) Direct marketing involves two or more intermediaries.
E) In direct marketing, consumers earn a commission every time they buy a product.

Answer 3

C

Question 4

Which of the following is most likely true about database marketing?

A) Extensive use of databases seldom intrudes consumers' privacy.
B) Companies match customer needs and interests with products and services.
C) It is legal for online sellers to plant online cookies in the browsers of consumers.
D) It sets up do-not-call lists, do-not-mail lists, and do-not-track online lists.
E) Marketers can watch their competitor's moves closely by monitoring the competitor's database.

Question 5

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing

Question 6

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

A) to meet the increased demand in print catalogs
B) to reduce the costs involved in online marketing
C) to connect with customers in hard-to-reach places
D) to drive online sales and services
E) to reduce the need for telemarketers

Question 7

Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This is an example of ________.

A) mass marketing
B) guerrilla marketing
C) direct marketing
D) multi-level marketing
E) ambush marketing

Question 8

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

A) corporate Web site
B) customer database
C) inventory
D) warehouse
E) enterprise system

Question 9

________ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer.

A) Census
B) Psychographic
C) Geographic
D) Buying behavior
E) Demographic

Question 10

Which of the following is true about online direct marketing?

A) Online direct marketing is also referred to as multi-level marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Online direct marketing results in speedier handling of channel and logistics functions.
D) Online direct marketing involves two or more intermediaries.
E) In online direct marketing, outside and inside sales forces coordinate to provide value products to customers.

Question 11

What is the primary advantage of printed catalogs?

A) filtering out interested prospects
B) offering immediate rebates and coupons
C) building emotional connections with customers
D) offering unlimited space for merchandise details
E) reaching consumers in a quick and inexpensive manner

Question 12

Which of the following categories in the customer database includes information on customers' age, income, and birthdays?

A) demographic data
B) psychographic data
C) geographic data
D) buying behavior data
E) census data

Question 13

All of the following are forms of direct marketing EXCEPT ________.

A) personal selling
B) point-of-purchase promotion
C) telemarketing
D) direct-mail marketing
E) kiosk marketing

Question 14

All of the following are benefits of direct marketing for sellers EXCEPT ________.

A) easy access to hard-to-reach markets
B) price and program flexibility
C) mass reach and immediate returns
D) lower cost per contact
E) easy to personalize products

Question 15

Which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers' address?

A) direct-response marketing
B) direct-mail marketing
C) direct digital marketing
D) kiosk marketing
E) online marketing

Question 16

All of the following are common uses for a direct marketing customer database EXCEPT ________.

A) generating sales leads
B) identifying prospective customers
C) profiling customers based on previous purchases
D) gathering marketing intelligence about competitors
E) building long-term customer relationships

Question 17

________ data in a customer database includes information regarding a customer's activities, interests, and opinions.

A) Demographic
B) Psychographic
C) Census
D) Geographic
E) Behavioral

Question 18

Which of the following best comprises psychographic data?

A) buying preferences
B) family members and birthdays
C) age and income
D) address and region
E) activities and interests

Question 19

Which of the following is most likely essential for direct marketing to be effective?

A) the selling concept
B) good customer database
C) well-trained sales force
D) ambush marketing
E) marketing myopia

Question 20

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience and speed
E) privacy

Question 21

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto-enthusiasts. Which form of marketing is SparkClean involved in?

A) online marketing
B) viral marketing
C) telemarketing
D) kiosk marketing
E) direct-mail marketing

Question 22

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

A) direct-mail marketing
B) catalog marketing
C) telephone marketing
D) kiosk marketing
E) direct-response television marketing

Question 23

Marbles Inc. has placed vending machines in most of its retail stores in Florida. Consumers can order a pack of Marbles by just selecting their requirements on the touch screen. Which term best describes such machines?

A) POP
B) kiosk
C) virtual catalog
D) interactive television
E) automated teller machine

Question 24

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks

Question 25

By using ________ to contact potential customers, marketers sell directly to consumers.

A) undercover marketing
B) outbound telephone marketing
C) affinity marketing
D) multi-level marketing
E) ambush marketing

Question 26

Which of the following is a major form of direct-response television marketing?

A) telemarketing
B) interactive TV
C) social media
D) digital catalog
E) podcast

Question 27

Green Gardens is a a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

A) kiosk
B) digital catalog
C) podcast
D) tablet
E) online networks

Question 28

How has do-not-call legislation helped direct marketers?

A) Marketers are compensated by the Federal Trade Commission for lost sales caused by the laws.
B) Direct marketers have outsourced their activities to firms that are exempt from such laws.
C) Direct marketers have developed kiosks as an alternative to telemarketing.
D) Telemarketers are allowed to call customers for a small fee.
E) Telemarketers have developed opt-in calling systems.

Question 29

Florian Fasteners recently introduced a new line of products. In order to promote its product, it sent samples to the addresses of a few select customers. Which of the following types of marketing is evident from this example?

A) direct-mail marketing
B) telephone marketing
C) direct-response TV marketing
D) mobile marketing
E) kiosk marketing

Question 30

Music Mogul has arrangements with several stores and retail chains to place their DVDs and digital music machines in prime spots such as near billing counters and at store entrances. Consumers can buy DVDs by placing cash at the given slots or they can buy music online via the touch-screen interface on the machine. Which form of marketing is illustrated in this scenario?

A) direct-response television advertising
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing

Question 31

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) catalog marketing
E) direct-mail marketing

Question 32

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

A) kiosk
B) automated teller machine
C) virtual catalog
D) interactive TV
E) direct-response device

Question 33

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) catalog marketing
E) direct-mail marketing

Question 34

Geller Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?

A) catalog marketing
B) kiosk marketing
C) direct-response television marketing
D) telemarketing
E) direct-mail marketing

Question 35

What is the most likely reason that direct-response television marketing has increased in recent years?

A) uses of social media
B) shifts in demographics
C) increases in global demand
D) changes in FTC legislation
E) advancements in technology

Question 36

________ allows consumers to gain additional information about a product through the use of a remote control.

A) Telemarketing
B) Kiosk marketing
C) Podcasting
D) Video conferencing
E) Interactive television

Question 37

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

A) telemarketing
B) direct-mail marketing
C) catalog marketing
D) direct-response television marketing
E) kiosk marketing

Question 38

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

A) social media
B) digital catalog
C) telemarketing
D) blog
E) infomercial

Question 39

Neal Murphy sells his company's unique products on television programs. He also hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

A) direct-response television advertising
B) telemarketing
C) interactive television marketing
D) podcast marketing
E) kiosk marketing

Question 40

Donello Equipments hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

A) catalog marketing
B) telemarketing
C) interactive television
D) podcast marketing
E) kiosk marketing

Question 41

Jane, a home-maker, regularly posts new entries on her popular blog. She often reviews consumer products that she uses during the course of her day and then writes blogs about them. Her blogs are popular among other home-makers. Many of them buy products that Jane blogs about. Which major online marketing domain is illustrated from this example?

A) C-to-B
B) C-to-C
C) B-to-C
D) G-to-B
E) B-to-G

Question 42

Due to the success of the dot-coms, traditional firms that have a physical establishment are rapidly changing to ________.

A) shell corporations
B) click-only firms
C) click-and-mortar firms
D) buy-here pay-here firms
E) dummy corporations

Question 43

Which term best describes Web sites such as Discovery.com and ESPN.com?

A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer

Question 44

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories

Question 45

Which of the following Web sites facilitates consumer-to-business online marketing?

A) ebay.com
B) Overstock.com
C) Craigslist.com
D) cisco.com
E) Priceline.com

Question 46

Craigslist.com and eBay are popular market spaces that facilitate the online exchange of goods and information in the form of ________ online marketing.

A) B-to-C
B) B-to-B
C) C-to-C
D) C-to-B
E) B-to-G

Question 47

E-tailers, such as Amazon.com and Expedia.com, that sell products and services directly to final buyers exclusively over the Internet are known as ________.

A) brick-and-mortar companies
B) click-and-mortar companies
C) buy-here pay-here companies
D) click-only companies
E) shell companies

Question 48

Justbuy.com offers a wide variety of merchandise to its buyers. Customers order the product on the Web site and get it delivered directly to their address. Which of the following best describes Justbuy.com?

A) click-only company
B) click-and-mortar company
C) brick-and-mortar company
D) buy -here pay-here company
E) shell company

Question 49

________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive transaction terms.

A) B-to-C
B) B-to-B
C) G-to-B
D) C-to-B
E) B-to-G

Question 50

In addition to its Web site, Aaron Opticians has stores that offer a wide variety of eyeglasses, sunglasses, and accessories. Buyers can order the product on the Web site or go to the nearest store to make purchases. Which of the following best describes Justbuy.com?

A) click-only company
B) click-and-mortar company
C) brick-and-mortar company
D) buy-here pay-here company
E) shell company

Question 51

Which of the following is a benefit of using blogs as marketing tools for companies?

A) Blogs provide companies with a platform to help portray wider merchandise.
B) Blogs are online selling platforms for people located in hard-to-reach places.
C) Blogs help reach a wider audience compared to other online direct marketing tools.
D) Demographic information about customers can be easily discovered.
E) Blogs are an inexpensive yet personal way to reach a targeted audience.

Question 52

VLX Global sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments. Which major online marketing domain is evident here?

A) B-to-C
B) B-to-B
C) G-to-B
D) C-to-B
E) C-to-C

Question 53

Gen-next Clothing has clothing stores across the U.S., and the firm also sells online directly to customers. Which of the following best describes Gen-next Clothing?

A) click-and-mortar company
B) buy-here pay-here company
C) brick-and-mortar company
D) shell company
E) click-only company

Question 54

________ online marketing involves consumers buying or exchanging goods or information directly with one another.

A) B-to-C
B) B-to-B
C) C-to-C
D) C-to-B
E) B-to-G

Question 55

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

A) B-to-C
B) B-to-B
C) C-to-C
D) C-to-B
E) G-to-B

Question 56

Which of the following online marketing domains would most likely involve customers driving online transactions rather than businesses?

A) B-to-G
B) G-to-B
C) B-to-B
D) B-to-C
E) C-to-B

Question 57

Which of the following is the fastest growing form of direct-marketing?

A) ambush marketing
B) online marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing

Question 58

Which of the following is a disadvantage of using blogs as a marketing tool?

A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs when used as a marketing tool have a low rank in web directories and search engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are looking for.

Question 59

The ________, a vast public web of computer networks, connects users of all types all around the world to each other and to an amazingly large information repository.

A) Internet
B) Intranet
C) digital catalog
D) customer database
E) network bridge

Question 60

________ online marketing involves businesses selling goods and services online to final consumers.

A) Business-to-consumer (B-to-C)
B) Consumer-to-consumer (C-to-C)
C) Government-to-business (G-to-B)
D) Consumer-to-business (C-to-B)
E) Business-to-business (B-to-B)

Question 61

________ are communities over the Internet where people congregate, socialize, and exchange views and information.

A) Corporate Web sites
B) Interactive television
C) Digital catalogs
D) Online social networks
E) Content sponsorships

Question 62

Which of the following is most likely a disadvantage of viral marketing?

A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very expensive.
C) Marketers have little control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the targeted market.
E) Viral marketing messages are blocked by most search engines.

Question 63

Which of the following best describes permission-based e-mail marketing?

A) sending unsolicited, unwanted commercial e-mail messages
B) sending requests to users to join online social networking communities
C) sending e-mail pitches only to customers who "opt-in"
D) offering free promotional materials to new customers
E) gathering demographic details for customer databases

Question 64

Genma Steel, a steel manufacturer, caters to industrial companies and has set up a corporate Web site in order to show potential customers its products and services. Alongside the products are the testimonials of the various companies that have used Genma's products and services. Which of the following major online marketing domains is evident from this example?

A) B-to-C
B) C-to-B
C) B-to-B
D) B-to-G
E) G-to-B

Question 65

Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) online community

Question 66

LilKidClothing.com is a Web site that offers products for children below the age of five. Consumers order at LilKidClothing.com and products are delivered to their homes within a week. Which of the following major online marketing domains is evident from this example?

A) C-to-B
B) C-to-C
C) B-to-C
D) B-to-G
E) G-to-B

Question 67

Which of the following is true about e-mail marketing messages?

A) E-mail marketing messages involve sending an offer, announcement, reminder, or samples to a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and result in low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.

Question 68

A(n) ________ is designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly.

A) podcast
B) corporate Web site
C) search engine
D) digital catalog
E) online magazine

Question 69

Which of the following statements is true of viral marketing?

A) Marketers have significant control over where their viral messages end up.
B) Viral marketing gives consumers online places to congregate, socialize, and exchange views.
C) Because customers find and pass along the message, viral marketing can be very inexpensive.
D) In viral marketing, links appear alongside search engine results on sites such as Google and Bing.
E) Viral marketing messages are blocked by most search engines, security software, and social networking sites.

Question 70

________ features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.

A) Kiosk marketing
B) Ambush marketing
C) Direct-mail marketing
D) Mobile marketing
E) Catalog marketing

Question 71

________ involves creating a Web site, video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

A) Drip marketing
B) Ambush marketing
C) Native advertising
D) Viral marketing
E) Semantic targeting

Question 72

Which of the following is a challenge of marketing through online social networks?

A) Users often resent intrusive marketing messages on social networks.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore do not favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social network.
E) Marketing via online social networks is expensive and time-consuming.

Question 73

Online ads that incorporate animation, video, sound, and interactivity are called ________.

A) search-related ads
B) parody ads
C) content-based ads
D) digital catalogs
E) rich media ads

Question 74

Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its Web site, AvoCutlery.com. Which of the following best describes Avo Cutlery?

A) buy-here pay-here company
B) brick-and-mortar company
C) click-only company
D) click-and-mortar company
E) shell company

Question 75

A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

A) catalog
B) podcast
C) spam
D) tweet
E) blog

Question 76

RegalResorts.com lets customers bid for vacation packages. It then awards the vacation package to the highest bidder. Which of the following major online marketing domains is evident here?

A) C-to-B
B) B-to-B
C) G-to-B
D) C-to-C
E) B-to-C

Question 77

Selleverything.com is a Web site that allows individuals to sell or auction products. Users can bid for items, which are then delivered to the highest bidder's address by Selleverything.com, which receives a small commission. Which of the following major online marketing domains is evident from this scenario?

A) B-to-B
B) B-to-G
C) C-to-B
D) G-to-B
E) C-to-C

Question 78

By using Priceline.com, potential buyers can bid for airline tickets, hotel rooms, rental cars, cruises, and vacation packages. It is then up to sellers to decide whether or not to accept an offered bid. This is an example of ________.

A) B-to-B online marketing
B) C-to-C online marketing
C) B-to-C online marketing
D) C-to-B online marketing
E) G-to-B online marketing

Question 79

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts

Question 80

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds